There are reasons to be skeptical here. For one, that purchase could potentially add up to around $9 billion, which seems like a lot, even for Uber. Plus, there are the manufacturing logistics of creating another 100,000 luxury cars.

But if Uber wants to acquire its own vehicles, it marks a pretty big shift for the company. It has made no secret it's working with autonomous car technology at a facility in Pittsburgh.

The company's business model is based around contracted drivers using their own personal vehicles. A fleet of fully autonomous vehicles would eliminate the need for drivers and a huge expense.

The Mercedes Benz S-class has some autonomous features, but it isn't fully self-driving just yet. Company execs say that isn't expected until 2020, which happens to be when analysts think self-driving cars could start appearing on U.S. roads.